We are members of the Data and Marketing Association (DMA). Why is this so important and what does it mean for our clients? Justin Drayton, Managing Director of RETHINK, explains:
The DMA sets high standards which its members must adhere to. The fact RETHINK has been able to meet every aspect of the strict criteria to gain membership, for us, represents an important commitment to our clients.
RETHINK, like all members, agrees to follow the DMA Code. It sets a standard of conduct for our industry, in addition to all other legal requirements.
Under the hero principle “Put your customer first”, the Code promotes marketing as an “exchange of value between businesses looking to prosper, and customers looking to benefit”.
Our commitment under the DMA code
- To be honest, fair and transparent throughout our business.
- Act responsibly at all times and honour our accountability.
- Act in accordance with our customers’ expectations.
- Value our customers, understand their needs and offer relevant products and services.
- Treat our customers’ personal data with the utmost care and respect.
What this means for our clients
Much of the DMA Code is centred around ensuring customers receive a positive and transparent experience throughout their association with its members – however this has always been a “given” for our clients and suppliers who work with RETHINK.
“For me, one of the stand-out reasons for joining the DMA though was to provide assurances about the processes we undertake when we hold and handle our customers’ data.”
Justin Drayton
In recent years, new legislation such as the European General Data Protection Regulation (GDPR) has had far-reaching implications for businesses, and particularly, marketers. The DMA Code commits us to strict rules – alongside what’s required by the Data Protection Act 2018 – about how to use campaign data safely and securely. Therefore, be assured we will cover off everything with you before we embark on any new project.
If necessary, the Direct Marketing Commission, the body that oversees and enforces the DMA Code, will also investigate and adjudicate on any reported breaches of the Code by DMA members. But for us, compliance will always be key.
